ZoomInfo - B2B Visitor Tracking & Consent

Overview

ZoomInfo is one of the most widely deployed B2B visitor identification platforms, used by enterprise sales and marketing teams to de-anonymize website traffic. Unlike standard analytics tools that report aggregate metrics, ZoomInfo's WebSights tracking pixel performs real-time reverse IP resolution to match visitor IP addresses against its proprietary firmographic database of over 100 million business contacts. The platform feeds identified company and contact data directly into CRM and marketing automation workflows, making it a cornerstone of account-based marketing (ABM) strategies.

What This Script Does

ZoomInfo's tracking pixel is loaded via a JavaScript snippet typically injected into the <head> of every page. The primary script is served from ws.zoominfo.com and initiates a reverse IP lookup on each page load.

Data collected per visit:

Visitor IP address (mapped to company name, industry, employee count, revenue range, and headquarters location)
Pages visited, time on page, and visit frequency
Referral source and UTM parameters
Browser fingerprint attributes (user agent, screen resolution, language)

Cookies set:

_zi_ prefixed cookies — persistent cookies (up to 2 years) used for visitor identification and session stitching across multiple visits
_zitok — token cookie for correlating anonymous visits with known contacts once a form submission occurs
Third-party cookies may be set via ws.zoominfo.com domain for cross-site visitor matching

The script also fires tracking events on form submissions to perform "FormComplete" matching, linking previously anonymous visit histories to identified individuals when they submit a lead form. ZoomInfo's pixel can share data bidirectionally with connected CRM platforms (Salesforce, HubSpot) and marketing automation tools.

Consent & Compliance

ZoomInfo's tracking falls under both analytics and marketing consent categories. Under GDPR and the ePrivacy Directive, the reverse IP identification and persistent cookie placement require explicit opt-in consent before the script loads. ZoomInfo processes personal data (IP addresses are personal data under GDPR) and the firmographic enrichment constitutes profiling under Article 22.

Under CCPA/CPRA, ZoomInfo's data collection qualifies as a "sale" of personal information when enriched visitor data is shared with the ZoomInfo platform or downstream CRM integrations. Businesses must honor Do Not Sell/Share opt-out requests and disclose ZoomInfo in their privacy policy as a data recipient.

ZoomInfo operates as an independent data controller for the firmographic data it enriches, which means businesses using ZoomInfo should have a clear data processing agreement in place and ensure their cookie consent mechanism blocks the pixel until affirmative consent is granted.

Should You Block This Without Consent?

Yes. ZoomInfo performs visitor identification, behavioral profiling, and cross-session tracking for sales and marketing purposes. It sets persistent cookies, processes IP addresses as personal data, and shares enriched data with third-party platforms. The script must be blocked until the visitor has provided explicit consent under both GDPR and CCPA frameworks.

Visit website

Consent Categories

Analytics

Marketing

Also Known As

zoominfozoom infoB2B intent datareverse IP lookupvisitor identificationsales intelligence

Industries

Computers Electronics and TechnologyProgramming and Developer Software

Tracked Domains (2)

zoominfo.comAnalytics

websights.zoominfo.comAnalytics

Frequently Asked Questions

Do I need consent to use ZoomInfo on my website?

Yes. ZoomInfo performs reverse IP lookup on every visitor, sets persistent _zi_ cookies for up to 2 years, and profiles visitors for B2B sales targeting. GDPR and ePrivacy require explicit opt-in consent before the script loads.

What cookies does ZoomInfo set?

ZoomInfo sets _zi_ prefixed cookies persisting up to 2 years for visitor identification and session stitching, and a _zitok token cookie that links anonymous visit history to identified individuals after a form submission.

How does ConsentStack handle ZoomInfo?

ConsentStack blocks ZoomInfo under the analytics and marketing categories. The pixel does not fire until the visitor grants consent. This prevents reverse IP company resolution and cross-visit behavioral profiling before opt-in.